Brand love as mediator of the brand experience-satisfaction-loyalty relationship in a retail fashion brand
Autor(a) principal: | |
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Data de Publicação: | 2019 |
Outros Autores: | , |
Tipo de documento: | Artigo |
Idioma: | eng |
Título da fonte: | Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
Texto Completo: | http://hdl.handle.net/11328/2938 https://doi.org/10.2478/mmcks-2019-0020 |
Resumo: | Framed by the consumer-brand relationship theory, this paper investigates the path from the brand-consumer behaviour interaction to the relationship durability and stability, through brand relationship quality. Specifically, it examines brand experience as an antecedent of brand love, and customer loyalty and satisfaction as outcomes in the retail setting. Based on 560 customers’ responses to a face-to-face questionnaire administered in a fashion brand retail store, research hypotheses were tested using a structural equation model. The findings suggest that brand experience influences brand love, with a higher incidence of sensory and affective dimensions. Brand love, in turn, influences customer loyalty, both directly and indirectly through customer satisfaction. This research contributes to the still understudied relation between brand experience and brand love in the retail context and to the need to understand the satisfaction-loyalty relation involving other variables as predictors. Nevertheless, results are limited to one specific retail fashion brand and generalizations should be taken carefully. |
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Brand love as mediator of the brand experience-satisfaction-loyalty relationship in a retail fashion brandBrand experienceBrand loveCustomer satisfactionCustomer loyaltyRetailFramed by the consumer-brand relationship theory, this paper investigates the path from the brand-consumer behaviour interaction to the relationship durability and stability, through brand relationship quality. Specifically, it examines brand experience as an antecedent of brand love, and customer loyalty and satisfaction as outcomes in the retail setting. Based on 560 customers’ responses to a face-to-face questionnaire administered in a fashion brand retail store, research hypotheses were tested using a structural equation model. The findings suggest that brand experience influences brand love, with a higher incidence of sensory and affective dimensions. Brand love, in turn, influences customer loyalty, both directly and indirectly through customer satisfaction. This research contributes to the still understudied relation between brand experience and brand love in the retail context and to the need to understand the satisfaction-loyalty relation involving other variables as predictors. Nevertheless, results are limited to one specific retail fashion brand and generalizations should be taken carefully.2019-11-12T11:43:28Z2019-11-122019-10-01T00:00:00Zinfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/articleapplication/pdfFerreira, P., Rodrigues, P., & Rodrigues, P. (2019). Brand love as mediator of the brand experience-satisfaction-loyalty relationship in a retail fashion brand. Management & Marketing. Challenges for the Knowledge Society, 14(3), 278-291. doi: 10.2478/mmcks-2019-0020. Disponível no Repositório UPT, http://hdl.handle.net/11328/2938http://hdl.handle.net/11328/2938Ferreira, P., Rodrigues, P., & Rodrigues, P. (2019). Brand love as mediator of the brand experience-satisfaction-loyalty relationship in a retail fashion brand. Management & Marketing. Challenges for the Knowledge Society, 14(3), 278-291. doi: 10.2478/mmcks-2019-0020. Disponível no Repositório UPT, http://hdl.handle.net/11328/2938http://hdl.handle.net/11328/2938https://doi.org/10.2478/mmcks-2019-0020eng2069–8887https://content.sciendo.com/view/journals/mmcks/14/3/article-p278.xmlhttp://creativecommons.org/licenses/by-nd/4.0/info:eu-repo/semantics/openAccessFerreira, PedroRodrigues, PaulaRodrigues, Pedroreponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãoinstacron:RCAAP2023-11-16T02:11:15Zoai:repositorio.upt.pt:11328/2938Portal AgregadorONGhttps://www.rcaap.pt/oai/openaireopendoar:71602024-03-19T22:40:58.364713Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãofalse |
dc.title.none.fl_str_mv |
Brand love as mediator of the brand experience-satisfaction-loyalty relationship in a retail fashion brand |
title |
Brand love as mediator of the brand experience-satisfaction-loyalty relationship in a retail fashion brand |
spellingShingle |
Brand love as mediator of the brand experience-satisfaction-loyalty relationship in a retail fashion brand Ferreira, Pedro Brand experience Brand love Customer satisfaction Customer loyalty Retail |
title_short |
Brand love as mediator of the brand experience-satisfaction-loyalty relationship in a retail fashion brand |
title_full |
Brand love as mediator of the brand experience-satisfaction-loyalty relationship in a retail fashion brand |
title_fullStr |
Brand love as mediator of the brand experience-satisfaction-loyalty relationship in a retail fashion brand |
title_full_unstemmed |
Brand love as mediator of the brand experience-satisfaction-loyalty relationship in a retail fashion brand |
title_sort |
Brand love as mediator of the brand experience-satisfaction-loyalty relationship in a retail fashion brand |
author |
Ferreira, Pedro |
author_facet |
Ferreira, Pedro Rodrigues, Paula Rodrigues, Pedro |
author_role |
author |
author2 |
Rodrigues, Paula Rodrigues, Pedro |
author2_role |
author author |
dc.contributor.author.fl_str_mv |
Ferreira, Pedro Rodrigues, Paula Rodrigues, Pedro |
dc.subject.por.fl_str_mv |
Brand experience Brand love Customer satisfaction Customer loyalty Retail |
topic |
Brand experience Brand love Customer satisfaction Customer loyalty Retail |
description |
Framed by the consumer-brand relationship theory, this paper investigates the path from the brand-consumer behaviour interaction to the relationship durability and stability, through brand relationship quality. Specifically, it examines brand experience as an antecedent of brand love, and customer loyalty and satisfaction as outcomes in the retail setting. Based on 560 customers’ responses to a face-to-face questionnaire administered in a fashion brand retail store, research hypotheses were tested using a structural equation model. The findings suggest that brand experience influences brand love, with a higher incidence of sensory and affective dimensions. Brand love, in turn, influences customer loyalty, both directly and indirectly through customer satisfaction. This research contributes to the still understudied relation between brand experience and brand love in the retail context and to the need to understand the satisfaction-loyalty relation involving other variables as predictors. Nevertheless, results are limited to one specific retail fashion brand and generalizations should be taken carefully. |
publishDate |
2019 |
dc.date.none.fl_str_mv |
2019-11-12T11:43:28Z 2019-11-12 2019-10-01T00:00:00Z |
dc.type.status.fl_str_mv |
info:eu-repo/semantics/publishedVersion |
dc.type.driver.fl_str_mv |
info:eu-repo/semantics/article |
format |
article |
status_str |
publishedVersion |
dc.identifier.uri.fl_str_mv |
Ferreira, P., Rodrigues, P., & Rodrigues, P. (2019). Brand love as mediator of the brand experience-satisfaction-loyalty relationship in a retail fashion brand. Management & Marketing. Challenges for the Knowledge Society, 14(3), 278-291. doi: 10.2478/mmcks-2019-0020. Disponível no Repositório UPT, http://hdl.handle.net/11328/2938 http://hdl.handle.net/11328/2938 Ferreira, P., Rodrigues, P., & Rodrigues, P. (2019). Brand love as mediator of the brand experience-satisfaction-loyalty relationship in a retail fashion brand. Management & Marketing. Challenges for the Knowledge Society, 14(3), 278-291. doi: 10.2478/mmcks-2019-0020. Disponível no Repositório UPT, http://hdl.handle.net/11328/2938 http://hdl.handle.net/11328/2938 https://doi.org/10.2478/mmcks-2019-0020 |
identifier_str_mv |
Ferreira, P., Rodrigues, P., & Rodrigues, P. (2019). Brand love as mediator of the brand experience-satisfaction-loyalty relationship in a retail fashion brand. Management & Marketing. Challenges for the Knowledge Society, 14(3), 278-291. doi: 10.2478/mmcks-2019-0020. Disponível no Repositório UPT, http://hdl.handle.net/11328/2938 |
url |
http://hdl.handle.net/11328/2938 https://doi.org/10.2478/mmcks-2019-0020 |
dc.language.iso.fl_str_mv |
eng |
language |
eng |
dc.relation.none.fl_str_mv |
2069–8887 https://content.sciendo.com/view/journals/mmcks/14/3/article-p278.xml |
dc.rights.driver.fl_str_mv |
http://creativecommons.org/licenses/by-nd/4.0/ info:eu-repo/semantics/openAccess |
rights_invalid_str_mv |
http://creativecommons.org/licenses/by-nd/4.0/ |
eu_rights_str_mv |
openAccess |
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application/pdf |
dc.source.none.fl_str_mv |
reponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação instacron:RCAAP |
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Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação |
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RCAAP |
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RCAAP |
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Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
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Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
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Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação |
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